Producer and entrepreneur Ektaa Kapoor has announced her association with Ekatra Jewels, a contemporary luxury jewellery brand that aims to cater to a new generation of consumers. The venture marks a new entrepreneurial chapter for Kapoor, who has built a career creating some of the most popular stories in Indian television and digital entertainment.The collaboration also brings together Ektaa Kapoor and interior designer Sussanne Khan, longtime friends who are now working together on a brand positioned around modern luxury, individuality, and self-expression.Speaking about the association, Ektaa said the venture aligns closely with themes she has explored throughout her creative career. “I’ve spent years creating stories about women who shape their own journeys and define success on their own terms, and Ekatra is a natural extension of that belief. What excites me most is the opportunity to build something contemporary and meaningful for the way women live and express themselves today,” she said.Kapoor also reflected on her long-standing friendship with Sussanne Khan and how that relationship contributed to the collaboration. “Sussanne and I have shared a friendship built on mutual admiration and respect for many years, so collaborating through Ekatra felt incredibly organic. We both believe in creating brands that reflect the aspirations, individuality, and confidence of modern women,” she said.The producer further spoke about changing perceptions of luxury and th